Metropolis, Illinois is already benefiting from the promotional effects of Superman Returns. The town of 6,500 ins’t much like the fictional Metropolis, but for the last 30 years they’ve embraced the tourist value of their name. According to the Associated Press, “The Illinois Legislature declared Metropolis to be Superman’s home in the early 1970s. The local newspaper was The Metropolis News until 1972, when it changed its name to echo the fictional Daily Planet where Clark Kent and Lois Lane worked.”

With the new movie on the the town is bracing for record visits to the Superman museum (which contains 75,000 pieces of Superman-related memorabilia) and the store, which sells everything from shot glasses and sunglasses to coloring books.